h公司服务营销体系的建设探讨

华中科技大学硕士学位论文H公司服务营销体系的建设探讨姓名：韩璐申请学位级别：硕士专业：工商管理指导教师：马辉民20050427IHHHHHHHHHHHIIAbstractIntoday'sbuyer'smarket,customerhasbecomeoneofthekeystomanysuccessfulcompaniesandresourceofprofits.Establishingtheservicemarketingsystemscanpromotethecustomersatisfactionandcustomerloyalty.Now,servicemarketingistheimportantwaytocompanycompetition.Thispaperasaapplicationresearch,thepurposeistoputtheadvancedservicemarketingtheoryintopracticeintheHenterprise.AnddosomeprofitableexploretoestablishservicemarketingstrategyinordertodesignservicesystemforHenterpriseinthefuture.ThepapertaketheHenterpriseasanexample,firstly,fromthegeneraltheoryaboutservicemarketingstrategy,makeuseofmodernmarketingtheoryandcompetitiontheorytoanalysisHenterprise’sexteriorenvironmentsuchassociety,economyetc.andinteriorconditionsuchascustomercondition,marketcompetitionsituation.Secondly,basethefactandfeasibilityoftheHenterpriseupon,accordingtothechangeofexteriorandinteriorincreasingdemandintheenterprise,wefixonandsegmentcustomermarket,evaluatethecustomer’svalue,sowecandividedthecustomerintoexteriorcustomerandinteriorcustomer,putforwardvariousservicemarketingcombinationsaccordingtothedifferentcustomer’sdemand,anddoourbesttosatisfycustomer’sdemand.Theenterpriseshavebeenprobedanddesignedservicemarketforexteriorcustomerfromthreeaspects,includingcustomersegmentmanagement,servicemarketingcombinationsandbrandmarketing.Finally,wemustpointoutservicemarketingisasynthesizeviewpoint,emphasizetheimportanceoforganizetheinterioremployee.Stressonitissignificanceandessentialitytomarketfortheinteriorcustomer,consequentlyachievetheadvantageintheservicemarketingcompetitionofenterprises.Theachievementsofthispaperalsoprovideguidanceandreferenceforotherpharmaceduticalenterprisewhentheydesignservicemarketingstrategyandpromotecustomerloyalty.Keywordsservicemarketingsatisfactioncustomerloyalty_____111.1.1.20[1]()[2]111977·[3]211—[4][5]()31.1.21)(Crawlingoutperiod1980)1966()19771980Bateson[6](1979)Shostack[7](1977)Berry[8](1980)42)1990IBMIBM[9]1080PIMS5[10]3)SasserReichheld1996/LSchlesinger/1164PS11[11]71.2.11)2080(CustomerSatisfaction)[12](TotalCustomerSatisfaction)8ISO90002000[13][14]2)[15][16]91.2.21),,[17]2000CEO,,[18][19]G[20],;G2)1080%20%1.2.3/[21]9011[22]20/8020%80%5%60%4%21%5%40%[23]·[24]WTO12OTCWTO2062/32041050060071/320005070GDP2020WTO300013142HH1.168002004700080%WTOH1.2GMPWTO15()()HH1983200219832.4199211200227.2112002253019932001884200248913020022637324.822.117.513.4[25]200224ug141ug114ugHH1999575200422009910020047502004700025%26.5%[26](1)16200112.76200513.886.95%8020051110.402001801370%1998234.359.79(2001--2005)1.5%1000657.1%90003%20051.611.52%50%38561620057000280(2)902000(GDP)8940410000GDP4000GDP8.3%5GDP7%2010GDP20002000225362802001220011176.751(3)1990()(4)1846VictoriaLepold[27](5)WHO“15”“”1998160“”“”[28](200060)20029120021991215199918“15”“15”“”HWTOHG200426%20%8%GHH2005HHGHG19H[29]2121Ekdahl19991981Gronroos20[30]1995Parasuraman1998MichaelStan[31]HPLMS580/20HH2133%73%27%2-12-1HGLH75GHHGHGHG70%HHH879395H22WTO233H3.1.1HHHHHHH1)H//33131H10000/2)24H//3HH//(/)/(/)/(/)313-13.2.1H100002530003.2.2323-2//263.2.3HH1)[32]HHH272)2671789%[33]H3)28HH1)()2)HH291)()[34]2)3.3.1HHlarrylight[35]30J.P.Jones1999()[36]3.3.2HHHHHH31H2HH78%51%65%H3.4.1DTCDTC(Direct-to-Consumer)[37]DTC3232333233DTC1)DTCDTCDTCDTC2)DTCDTC[38]332002121DTC()()3.4.2DTCDTCDTCDTC34DTC3.4.3DFC[39]DFC(Direct-from-Consumer)DTCDFC[40]DFCDFCDFC35DFC34DFC34DFCDFCDFCDFC36DFCMSHEALTHDFC4%-110%374H4.1.180(ExternalMarketing)[41]384.2.1HH1)HHH392)3)40[42]4)HH5)41WTO()()H:HHHHHH:HHHH42H()43HH2005444[1]..,1997[2]...,1999[3].21.,2004(5):101-102[4]CravenD.W.StrategicMarketing(5thEdition).McGraw-Hill,1997[5]Peterson.Robert.A.MeasuringCustomerSatisfaction:FactandArtifact.JournaloftheAcademyofMarketingScience,1992,20(1):61-71[6]Bateson.E.G.WhyWeNeedServiceMarketing,inFerrellO.C.,Brown,S.W.andLamb,C.W.ConceptualandTheoreticalDevelopmentsinMarketing.AmericanMarketingAssociation,Chicago,IL,1979:131-146[7]Shostack.G.L.Breakingfromproductmarketing.JournalMarketing,1977,41(3):133-139[8]Berry.L.L.Servicesmarketing.MarketingResearch,1980,30(5-6):24-29[9]..,1999(2):11[10]..,1999(1):18[11]()·,·,·...,2001[12]()·.().,,.,2000[13]..,2001(2):87-90[14]J.PaulPeter,JerryC.Olson.ConsumerBehaviorAndMarketingStrategy.McGraw-HillPublishingHouse,1998[15],..,2002(11):129-131[16]..,2003(1):104-105[17]..,2000(10):15[18]FrederickReichheld.TheLoyaltyEffect.Brain&Company.Inc,1996[19]..,2001(4):48-50[20]LindqvistL.CustomersPerceptionofQualityinConsumptionPhase.ResearchReport,SwedishSchoolofBusinessandEconomics,1988(17):134-164[21]WilliamD.Neal.Satisfactionisnicebutvaluedrivesloyalty.MarketingResearch,1999,11(1):20-23[22]..,2000(1):7-1045[23]..,2004(5):25-27[24]W.EarlSasserjr.Whysatisfiedcustomersdefect.HarvardBusinessRenew,1995,73(12):88-99[25]..,2004[26].,2004[27]21.,2004[28].,2004[29]()·,·,·...,2001[30]..,1995[31].:.,1995[32]..,2001[33],...2003,14(11)649-652[34]..,2001[35]CliftonR.TheFutureofBrands.Macmillan,2000[36]LynnB.Upshaw.BuildingBrandIdentity.JohnWiley&